MF Dynamics
Branding ❋ Website DesignWe redesigned the digital ecosystem for this Boston-based music & art studio that creates performances & installations utilizing original music, motion tracking technology, generative visuals, and AI.
Brand Strategy:Founder Maria Finkelmeier came to us itching for growth, with goals of reaching far beyond the Boston market and showcasing their expansion into digital art & NFTs. This meant stepping into a bigger, more modern, and more tech-savvy digital presence.
We first dug into their brand strategy, researching the competitive landscape, nailing down their target audience, and developing refreshed brand positioning to set the foundation for growth.
Brand Identity:Previously, MF Dynamics didn’t have a clear brand identity. We needed to create a recognizable and cohesive identity that allowed the brand to step into its new persona of a powerful, global creative engine.
There was already a consistent aesthetic across many of the brand’s visual projects, so we used its existing body of work to create a color palette that reflected its bold, dramatic, and visually stunning identity.
We selected a set of modern sans serif fonts to better align the brand with digital technology.
Custom Website Design:The Squarespace needed to meet two goals: first, to highlight the visual nature of MF Dynamics’ work, and second, to not look like a typical Squarespace website template.
The result was a heavily customized Squarespace website with big, bold visuals including images, videos, and animations.
Overall we kept the design minimal to allow the visual artwork to take center stage, save for alternating glowing orbs of color that bring energy to each page.
We paid particular attention to the Portfolio pages, finding ways to illustrate each project and showcase visuals in creative, eye-catching ways.
Much like MF Dynamics’ work itself, the website really comes to life when you interact with it: from glowing links when you hover to image animations when you scroll.
Before
After
“Such a pleasure working with you. Thank you for making the process joyful and hitting the target right on!”